Branding of top Pakistani universities: a multisemiotic analysis of university logos on X

Abstract

Focusing on how five top-ranked Pakistani universities construct their branding narratives on X, this research presents a multisemiotic analysis of the logos displayed on their official X profile pages. The study adopts a composite analytical framework that combines the Corporate Visual Identity (CVI) which emphasizes design elements, with principles of compositional meaning that examine the arrangement, salience and typographic semiotics as well as graphical elements within the logos. Given that these logos appear by default against profile banners on X, the visual environment of the banners is also referred to, as the contextual design choices can influence logo interpretation and brand perception. Findings reveal that the semiotic choices embedded in these visual identities reflect each university’s ethos, cultural heritage and global ambitions, often highlighting nationalistic and religious connotations. There is also a strategic use of English typography and culturally resonant imagery to project modernity and international appeal. These findings suggest a conscious glocalization strategy, where universities position themselves as globally oriented institutions while maintaining a strong affiliation with local cultural, nationalistic and religious values.